Audit Bureau of Circulations (ABC), an independent body that provides audited newspaper and magazine circulation in India, has announced that it will commence digital measurement from Q3 2016.
ABC has joined hands with Nielsen, which will provide measurement across devices. Digital data reported weekly will cover reach, frequency and demographics.
Shashidhar Sinha, chairman, Audit Bureau of Circulations, said, "The rate at which spends are shifting to digital, it has now become imperative to have a transparent system for understanding digital audiences, whether they are accessing information on websites or apps, from their PCs, tablets or mobile phones. This digital measurement service will add to ABC’s existing circulation audit service for publications. We are not restricting ourselves to the print publisher fraternity, but will extend the service to include digital property owners across sectors. This is a historic moment, as for the first time in India, an industry body has started a service of this kind."
Prashant Singh, managing director, Nielsen India region, said, “Nielsen’s collaboration with ABC is testament to our expertise in the digital measurement space. We are both privileged and excited to be associated with this landmark service. We know it is essential to understand digital consumption patterns to truly understand today’s consumer. For the digital property owners community, the industry backed numbers will lend credibility and provide a massive boost to their growing digital presence. This sophisticated solution will address fragmentation across niche digital properties, user segments of all sizes and most importantly a complete view across devices – giving advertisers and agencies a comprehensive picture and measure of return on investment for their digital spends.”
Hormuzd Masani, secretary general, ABC, said “The outreach will be to all digital properties, going beyond ABC publisher members, and will bring about standardisation and higher accountability in measuring the consumer base with the backing of industry accreditation. This will prove to be an important and path‐breaking currency for a fast evolving and dynamic industry.”